Your website’s landing page is one of the most important aspects of your digital marketing campaign. After all, its sole purpose is to convince visitors to do one specific action.
Landing pages usually have higher conversion rates than a regular webpage, so it is essential that you are aware of common landing page myths to avoid in order to maximize conversions.
Myth #1: Landing pages should be short and to the point
A landing page’s length does not have a set standard. There is no golden rule for how long or short a landing page should be. The goal is to make it as long or short as it needs to be to convert the lead.
The length depends on the purpose of the page. A complex action, like submitting a form of payment or anything involving sensitive information, requires a longer and more detailed page. But something simple like a sign-up form doesn’t require much length.
Myth #2: Conversion rate is the most important metric to track
The primary purpose of a landing page is to eventually turn a lead into a customer. While conversion rates are important to look at, there are many other metrics to consider, like the actions happening before and after the conversion. Looking at metrics beyond the conversion rate allows you to get a more complete picture of the page’s performance.
Myth #3: Copying a successful landing page will result in the same success
There are many landing page examples and templates across the internet to reference when creating your own landing page. But just because one page is successful for one company does not mean it will be successful for yours. There are a lot of elements that go into making a successful landing page that is specific to your industry and company. Use various elements from different successful landing pages to make it your own and keep tweaking until you find what works best for your business.
Myth #4: You only need a few landing pages
More landing pages mean more chances to appear in search engine results and have your site potentially get shared more widely, including on social media. A strong SEO will increase the traffic and conversions for your website, offering more opportunities to expand your company’s reach and gain more conversions.
Myth #5: Keep all calls to action above the fold of the page
It’s a common belief that most website visitors do not spend a ton of time scrolling down far enough on a webpage, so calls to action (CTA) should never be placed below the fold of a page. But according to a test done by KISSmetrics, when visitors are committed to converting a particular action on a page, they’ll do so regardless of where the CTA is. The biggest factor in a successful CTA is compelling copy, regardless of its location on the page.
Need help mapping out your digital strategy? Contact the Social Ape team to learn more.
